SOCIAL MEDIA, THE AURORA WAY
CONTENTS
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Introduction
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Why Social Media
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Which Social Media
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The Aurora Process
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Types of Posts
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Our Tools
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INTRODUCTION This document will outline why social media is important for businesses, what the best platforms to post content on are and how long each post type takes to create. It’s important for our partners to understand why we do what we do, and providing an insight will allow us to work closely together to acheive your desired goals and outcomes. It serves as a pricebook that will allow you to understand what you can expect within your budget, with no surprises!
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WHY SOCIAL MEDIA? Growth Strategy & Customer Engagement We’re marketing specialists that live and breath social media. It’s our mission to maximise the potential of your social media presence and in a social media obsessed world, we inspire and capture the attention of your perfect prospects to build long-lasting and meaningful relationships, producing high return on investment (ROI).
Building Brand Recognition We’re dedicated to helping you to connect with your customers. With over 3 billion people around the world now using social media every month, it’s no passing trend. Our dedicated team of social media wizards are ready to help your brand communicate authority, show authenticity, encourage engagement, provide support and grow affordably. Whether your goal is to increase awareness, boost engagement, generate leads or fill a leaky bucket in your customer’s buyer journey, we have your back and we’re ready to help you achieve massive results.
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Driving Action When it comes to social media, we know what we’re doing. It doesn’t matter whether you have a small or large community, we know how to generate interest and drive a cult-like following. Our social media partnerships all kick off with an in-depth onboarding, to ensure there is a laser precise strategy in place to work seamlessly with your objectives and drive action that’s relevant and valuable to your business.
Projecting Brand Values Aurora are skilled at projecting and maintaining the value associated with your brand. This includes promoting the emotional, practical and other benefits of a company, product or service. Our social media managers are trained to promote the positive images of your brand, without compromising brand values. We help social media users discover these values in a way most convenient for them.
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WHY SOCIAL MEDIA? Brand Promotion Brand promotion is the top concern of any social media agency. And hiring an agency can be the most effective way of promoting your brand across all channels, not just well-known networks like Facebook, Twitter and Google+. There are many other channels like Pinterest, Flickr, Instagram, and Stumble Upon.
Dealing with Competition Social media agencies are skilled at dealing with competitive environments. So hiring an agency will help your business not only promote its brand, products and services, but help place it ahead of other brands of similar or equal visibility.
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Achieving Goals in Less Time Our mission is to make your brand (more) famous. We help you to communicate clearly and effectively with creative zing and seductive copy that leaves your audience begging for your services and/or products. We save you time and money by looking after your social media and driving incredible top-of-funnel results, so you can focus on the the bigger tasks, like claiming credit on overachieving your targets.
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WHICH SOCIAL MEDIA? Facebook There is no platform that is currently bigger than Facebook. Founded in 2004, the Facebook platform has grown to achieve more than 2 billion monthly active users. Facebook allows businesses to create branded pages, which followers can like and follow. Users of Facebook usually engage the platform to digest visual content. Facebook is more personal and is often the platform of choice for B2C brands. Although with targeting options, hashtags and B2B interest related algorithms all brands can connect with relevant, high quality customers.
Twitter Founded in 2006, Twitter has now acquired over 330 million active users per month. While this figure is a fraction of that of Facebook, it is still a highly influential platform. Twitter is best known for its new orientated post types and discussions. We recommend utilising Twitter as a publishing option for blogs, press releases and news. You can also utilise its rich hashtag function to improve engagement relevancy and create customer lists to discover what’s trending in their social bubbles and use this to influence your social media strategy.
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Linkedin Linkedin, the networking social media, is a professional group of users who are actively looking to work with brands, showcase their work and solve issues, together. We can write articles and produce highlevel social media content that we would otherwise not be able to do on other social channels that solve deep industry topics. We can also target by job title, company size and more. The best network for generating B2B opportunities.
Instagram Instagram is the visual network focused on images and video content. Text descriptions are used as captions for the image. We recommend utilising Instagram for products and to promote culture and humanisation of brands. We utilise hashtags to improve reach and can use influencer programmes to gain massive exposure and credibility for your brand.
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WHICH SOCIAL MEDIA? Youtube Youtube has a range of uses and benefits that can compliment other communication channels. As the world’s second largest search engine after Google, it would be wise to decide how you could utilise videos to reach new markets, as well as produce content for other social channels. We work strategically to create a highly engaging community of brand activators who help to share your content digitally. A strong Youtube presence can also demonstrate expertise in your market, show off your brand’s personality, solve customer problems and be effective leverages for events.
Snapchat Snapchat has over 100 million daily active users and now offers loads of exciting features that brands can make use of to connect with younger audiences, such as branded geofilters, adverts and more. Your brand can also create its own Snapchat to engage with followers and share important updates. It’s difficult for brands to achieve success on Snapchat. Luckily, we know what we’re doing and we’re experts of snapchat, so if you’re looking for something new, you’redefinitely in the right place.
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Pinterest A huge 200 million users participate each month on Pinterest. It may not be a behemoth social media platform like Facebook, but Pinterest allows for deep penetration into valuable demographics. Pinterest is a platform that people use for inspiration, especially when seeking new ideas. If your product or service can provide concepts, or is a FCMG, you can utilise Pinterest as a channel to inspire. We can create the ideas and work out how to turn inspired users to customers and advocates.
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THE AURORA PROCESS Step-by-step with Aurora
PRE-LAUNCH PREPARATION • • • • • •
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Brand Guidelines Tone of voice document Admin access to current social channels Access to Google Analytics Setup with concept tool Setup with Social media signoff platform
RESEARCH • • • • • •
SWOT analysis Personas Surveys Focus groups Social listening Customer journey mapping
STRATEGISE
LAUNCH
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• • •
• • • •
12 month social media strategy Key communication messages Goals & objectives KPIs Output & Focus
Content production Review Reports
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THE AURORA PROCESS
PRE-LAUNCH PREPARATION Setting Up
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Firstly, to see where we need to evolve and direct your social media, we must understand where it currently sits and how the brand has been communicating. We also need your brand guidelines and tone of voice to understand your brand’s identity. We will set you up on our client social media management platform and conceptboard ready for for the initial launch phase.
RESEARCH Determine what we need to do
Secondly, we use our resources as a marketing agency to conduct research on how to best utilise your social channels. We direct social focus groups and surveys to understand customer mindset and how they interact with similar brands online. We also conduct an in depth competitor SWOT analysis to understand their strengths, weaknesses, opportunities and threats and how we can utilise their pitfalls and potential gains. We create a customer and brand persona to clearly understand how we will need to communicate with highvalue communities and audiences.
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THE AURORA- PROCESS
STRATEGISE Identify Your Goals
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Thirdly, we create a 12 month strategy with quarterly and monthly agendas, content plans and events. We utilise social listening to maximise strategy penetration and ensure the strategy is contextual with trends. We also determine post times and how to maximise value by ensuring that social media seamlessly integrates with the customers’ journey and desired brand outcomes. We then set goals and objectives for each social channels and agreed upon KPIs to ensure that our output and focus is accurate. We also set review dates to reflect upon and optimise the campaign.
LAUNCH 3, 2, 1, Go! Time for take off...
We create content and schedule it into the social media management platform. Our posts will be viewable in platform format so you can see a preview of how each post will actually look. You then control what content goes out by signing off, or rejecting content. You can also collaborate closely with our internal team by adding your own content or ideas where you feel necessary.
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ANATOMY OF A SUCCESSFUL SOCIAL MEDIA STRATEGY STAGE 1
STAGE 2
Define Goals & Objectives
Define Your Language
This the lead generation and awareness phase whereby you’re introducing yourself. Keep a list of your active buyers.
Think about the demographics you’re targeting. Your style should reflect both your brand as well as audience preferences.
STAGE 8
STAGE 7
Keep On Topic
Re Share Content
Make sure your content is relevant to your brand, your style and what you’re trying to communicate to the
STAGE 9
STAGE 10
Engage With Users
Balance The Content Type
Market the results and the purpose of your product, and make reaching customers emotionally the intent of your strategy.
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Every time you re-share content on social media, it gets more traffic. It saves costs and time and more of your audience will see your
Mix it up so the audience doesn’t get bored of the content. Make sure they are interested and intrigued by the posts by switching things up.
STAGE 3
STAGE 4
Authenticity & Timing
Make It Visual
Highlight a real life, honest experience to connect with the audience on a
Align your campaigns with events that are meaningful. Create memorable and educational visuals and demonstrate what they can achieve from buying your product.
STAGE 6 Add Website/Product Links Encourage your audience to click into your brand and invest in you by adding a website or product links.
STAGE 5 Appeal To Your Audience
Use the same language, visuals and style that your audience might use or appreciate. Speaking their language also means acknowledging mutual values.
STAGE 11 Be ‘Human’
Make it an experience. Using emotional appeal and meaningful moments in a real way will help you to connect with the consumer. After all, we’re all human.
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TYPES OF POST Social Media Budget Whatever your budget might be, we are happy to help in any way we can. You can choose whether you would like to supply us with the content and graphics for your posts or if you’d like us to create them for you. It all depends on the budget you have for the project, and we are happy to accommodate however we can. The charts below display the amount of hours it takes our team to produce the content for social media posts, which then creates a standard social media post, or becomes the basis for a more creative post.
Compound Graphics
0 hrs
0.5 hrs
1 hr
1.5 hrs
2 hrs
1.5 hrs
2 hrs
Graphics Provided*
0 hrs
20
0.5 hrs
1 hr
Research Led Copy
0 hrs
0.5 hrs
1 hr
1.5 hrs
2 hrs
1 hr
1.5 hrs
2 hrs
Copy Provided*
0 hrs
0.5 hrs
*Provided: for graphics, this means supplying an image that the team then edits to create an eye catching graphic; for copy, this means providing bullet points / ideas that the team then optimises to create an engaging post.
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TYPES OF POST Certain types of social media posts take longer to create than others. The more creative they are, generally the more successful they are, so sometimes it’s worth creating something special. The below charts display how long it takes the team to create the graphics for some popular, premium post types.
0 hrs
1 hr
2 hr
3 hrs
4 hrs
5 hrs
1 x Standard Image / Video (premade video) Post Carousel Canvas
Lead Form 1 x Insta / FB Story
1 x GIF Post 360 Post Infographic
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TYPES OF POST Here’s an example of what you can expect with an £8,000 budget, with provided graphics and copy.
50 Standard Image Posts Social media is the most effective marketing solution to increase brand awareness and visibility. When you post regularly on social media, your customers see more of your brand. It’s the most costeffective solution to marketing your brand and getting it out there where it can reach potential customers.
46 Standard + 2 GIFs + 2 Infographics If there is a particular product or event you would like to promote, Why not throw in a curve ball and create a GIF or an infographic? This usually increases the reach, which means more people will see the content. Increased visibility also increases the chances of conversion.
GIF
42 Standard + 1 GIF + 1 Carousel + 1 360 Post + 1 FB Story By hitting the balance of standard posts with a friendly approach and entertaining content, you will not only keep your existing customers happy, but will also be more likely to attract new customers.
GIF
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TYPES OF POST Social Media Post Options When it comes to social media, there are multiple different types of post formats that we can create, using either your content or content we create for you. Posts like GIFs, carousels or infographics take longer, but are ultimately more interesting and demand more engagement and reach from your users. Based on your budget, you can pick and choose what post types you would like included.
Video GIF, Video Content, 360 Videos 486 0
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100
300
400
500
Image Infographic, standard size, large square format, 360 static image 18 0
383 100
300
400
500
300
400
500
Link Blog link, news article, weblink 18 0
100
Average Reach Average Engagement
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SOCIAL MEDIA TOOL HeyOrca HeyOrca is a social media calendar that enables marketing agencies and their clients to seamlessly plan and approve social media content, by providing a client facing interface and streamlining the approval process.
Cl Content planning and collaboration, client approvals, and direct publishing for multiple clients all in one place.
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t HeyOrca provides an easier and better way to organise your social media content.
Vis Once we create a new post, HeyOrca will automatically render it exactly the way it will look once it’s published. This way your we can always be on the same page.
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Group content into high-level strategic campaigns so you can differentiate this content from granular and specific tagged posts.
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Ca With HeyOrca you can finally content stop exporting/importing calendars from one tool to another. Our tool keeps everything that matters in one place.
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View and plan your content calendar using day and month views. Click on posts to see detailed mock-ups of what the scheduled content will look like on each channel.
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ule One calendar to plan, collaborate on, and schedule social media content. Content planning, client approvals, and direct publishing, all in one tool.
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